In today’s competitive investment landscape, standing out requires not only innovation but a deep understanding of your target audience. As consumers seek straightforward, effective investment solutions, the opportunity for brands to connect and resonate with potential investors is crucial. To generate the leads they wanted I helped a leading UK investment company undertake a strategic campaign overhaul designed to position their investment platform as a go-to choice for savvy investors. By refining the marketing approach, we aimed to enhance lead generation and brand awareness, ultimately transforming engagement into lasting relationships.

The Challenge

A prominent UK investment company was preparing to launch a new investment platform aimed at simplifying the investment process for users. Despite the platform's potential, the client encountered significant hurdles in their marketing efforts. Their previous marketing funnel was overly simplistic, merely categorising leads as cold, warm, or hot. This basic structure failed to engage their target audience effectively, resulting in campaigns that primarily generated low-priority conversions, like brochure downloads, instead of the desired high-value sign-ups.

To compete successfully in the crowded investment landscape, the client needed a sophisticated marketing strategy that would attract potential investors aged 25 and over, converting them into active users of their innovative platform.

The Solution

I worked with the client to revitalise their marketing strategy through three key initiatives designed to enhance engagement and increase sign-ups:

1. Revamped Account Structure: We moved away from the basic funnel structure and adopted a tailored approach that focused on the customer journey. The upper level of the funnel utilized publisher deals with highly relevant platforms like the Financial Times, Forbes, and Bloomberg to drive brand awareness. This strategy effectively positioned the client in front of a relevant audience already interested in investment opportunities.

2. Custom Bidding Algorithm: Recognising that the previous minimize CPA bidding strategy led to low-value conversions, we developed a custom bidding algorithm. This innovative approach allowed us to work with the clients team to assign weightings to various conversions, ensuring the campaign focused on high-priority sign-ups rather than less significant actions. By attributing proper value to each conversion type, we significantly improved the efficiency of their ad spend, delivering conversions that mattered.

3. Audience Segmentation and Tailored Creatives: To further enhance engagement, we introduced audience segmentation to identify distinct groups within the target demographic of individuals aged 25 and over. For each segment, we created specific creatives that spoke directly to their unique interests and needs. This ensured that messaging was not only relevant but also compelling, making it more likely that potential investors would connect with the clients new platform.

The Results

The results of this campaign were remarkable and highlighted the effectiveness of the new strategies implemented:

• 30% Increase in Click-Through Rate (CTR): The tailored messaging and targeted campaigns resonated deeply with the audience, leading to a substantial increase in engagement and traffic to the clients website

• 75% Decrease in Cost Per Acquisition (CPA) for Sign-Ups: The implementation of the custom bidding algorithm shifted the campaign's focus toward high-priority conversions, resulting in a dramatic reduction in the cost associated with acquiring new sign-ups.

The success of this innovative campaign set a new benchmark for the clients marketing strategies. Impressed by the significant improvements in lead generation and engagement, they utilised this refined approach for BAU activity and future product launches, solidifying it as a cornerstone of their overall marketing strategy.

Looking for similar results for your brand? Contact me to discuss how customised digital marketing strategies can elevate your brand awareness, engagement and drive meaningful conversions for your business.